J.McLaughlin “The Fall Framework” Campaign
Art Direction
J.McLaughlin, founded by brothers Jay and Kevin McLaughlin in 1977, is a clothing brand rooted in classic American sportswear. While the brand has its seasonal and signature prints and trend-based collection, there are core pieces that are the basis of every woman’s wardrobe. In order to guide the customer to these foundation pieces, we selected key pieces from this core collection to build and market “The Fall Framework.”
I concepted, produced, and art directed a photoshoot for this campaign. We wanted our assets to be elevated and refined so that usage could span across both e-commerce and marketing platforms. We used this as an opportunity to enhance our e-commerce product shots and let them guide a new standard of photography for the brand.
After the photoshoot, I directed our copywriter and graphic designer to create e-mail marketing collateral, site collateral and an e-commerce landing page to communicate clearly why every woman needs this collection.
PHOTOGRAPHY: Evan Miller
DESIGN: Maria DeChacurra
COPY: Rachel Belkin
